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Learn how to use Google postmaster tools to monitor and improve your email campaign results

Postmaster tools by Gmail

In 2015 Google launched Postmaster Tools for domain reputation understanding. Over time these tools have been tweaked and upgraded and Google anti-spam algorithms (powered by machine-learning) have become more sophisticated and powerful.

Now email senders should pay attention to email engagement to get better deliverability in Google Mail (Google Apps & @googlemail.com, @gmail.com).

I have gained experience working with Google Postmaster tools and I’m happy to share it with you here.

How to get started?

Step-1: You will need the existing Google App or @gmail.com email, if you have it, go to Step-2, if you don’t – create it here.

Step-2: Log into your account and go to postmaster.google.com.

Step-3: Click on “+” icon to add your domain from which you are sending emails.

Step-4: You will be required to verify the ownership of your domain in one of two ways.

Step-5: When given records in your domain DNS are added, click on verify.

Step-6: Finally click on your verified domain to see the results (if the tool shows “No data to display”, make sure that you are sending domain authenticated campaigns up to the order of hundreds).
If you need help to get started, contact us!

How to understand each tool?

SpamRate – Shows the volume of spam complaints (abuse). Only emails authenticated by DKIM are eligible for spam complaint calculation. You should keep spam complaint rate below 0.1%

Google Postmasters Spam report.

Example of High-level domain reputation group spam rates (last 30 days).

IP reputation – Shows the reputation of IPs from which you send out emails. By clicking on a data point, you can display a sample of IP ranges from which your emails were sent.

IP reputation report in Google Postmasters

Example of good engagement campaign sending IPs reputation (last 120 days).

Domain reputation – Shows the level of your domain reputation.

Google Postmasters domain reputation report.

Example of good engagement campaign sending group reputation (last 120 days).

Meaning of reputation levels:

Bad – a history of sending an enormously high volume of spam. Mail coming from this entity will almost always be rejected at SMTP or marked as spam.

Low – known to send a considerable volume of spam regularly. Mail from this sender will likely be marked as spam.

Medium/Fair – known to send good mail, but is prone to sending a low volume of spam intermittently. Most of the email from this entity will have a fair deliverability rate, except when there is a notable increase in spam levels.

High – has a good track record of a very low spam rate, and complies with Gmail’s sender guidelines. Mail will rarely be marked by the spam filter.

  • Spam filtering is based on thousands of signals, and Domain & IP reputation is just two of them.
  • If your domain reputation is lower than IP reputation, you should pay attention to email engagement and find out which part of your content is with low, bad deliverability in Google.

Feedback loop – Shows the volume of spam rate. You should keep spam rate below 0.5% to avoid Mailigen account suspension.

Google Postmasters Spam Feedback Loop report.

Example of campaign sending group that is enrolled in Google FBL where one sender got 0.7% spam rate for all his send-outs (last 7 days).

Authentication – Shows traffic that passed SPF, DKIM & DMARC, over all received traffic that attempted authentication.

Google Postmaster Authenticated traffic report.

Example of mailigen.com domain authenticated traffic rate (last 7days).

warning (!) – as an Email Delivery Expert, I recommend to use DMARC tools, like DMARCIAN , to monitor DMARC success rate & Email Fraud.

Encryption – Shows TLS encrypted traffic vs. all mail received from that domain (Mailigen sends out TLS encrypted emails).

Google Postmasters Encrypted Traffic report.

Example of campaign sending domain group encrypted traffic rate (last 120 days).


Delivery errors
 – Shows rejected/temp-failed traffic vs all authenticated traffic coming from that domain, within a single graph.

Google Postmasters Delivery Errors report.

Example of domain delivery error rate where the reason was – Dmarc policy of the sender domain (last 7 days).

 

Can I add other users who will be able to manage my domain reputation?

Yes, just click on manage users, then on “+”  and add your domain manager @googlemail.com, @gmail.com or Google Apps email address!

Adding additional users to Google Postmasters.

When manager email is added, be sure to let them know. They will need to add your domain in their postmaster.google.com account!
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Related resources:

Postmaster Tools FAQs

Postmaster Tools

Everything You Need to Know About Gmail’s New Postmaster Tools

Path emails need to take to get delivered to recipient infographic

Learn how to use Google postmaster tools to monitor and improve your email campaign results
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  • Cedric

    Nothing about Spamtraps ?

  • marina.jemeljanova

    Thanks for your comment, we appreciate your interest! This article supposed to discover more information about Google Postmaster tools.
    Spam-traps are more about reputation, like when you are sending your email campaign and it gets to the spam-trap, your reputation decreases and next emails could get delivered into junk folder. Keep following us, keep reading our blog posts and definitely you will get more advanced in email marketing!

  • Sophia

    Awesome input! I wonder if you also consider what platform you use to get a higher chance of your email to go to the inbox and not to spam folders or promotion. I’ve been seeing a lot of reviews about mailchimp being so complicated and overused. So I tried the free trial with Activetrail which so far gave good results.

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